企业慈善行为方式对消费者响应的影响

近年来,越来越多的企业意识到回馈社会、履行企业社会责任是现代企业可持续发展的关键所在,中国企业开始加入到慈善捐赠的队伍中,慈善活动及捐赠数额逐年增加。本文采用实验研究方法,分析企业慈善行为方式对消费者响应的影响。研究结果表明:企业慈善行为正向显著影响消费者对企业的态度,善因营销方式对消费者的购买意愿的正向影响非常显著。建议企业可将慈善行为作为企业社会责任的主要方式,采取善因营销可以促进消费者的购买。研究结论对帮助企业履行企业社会责任具有指导意义和应用价值。     

企业慈善行为方式对消费者响应的影响北大核心

近年来,越来越多的企业意识到回馈社会、履行企业社会责任是现代企业可持续发展的关键所在,中国企业开始加入到慈善捐赠的队伍中,慈善活动及捐赠数额逐年增加。本文采用实验研究方法,分析企业慈善行为方式对消费者响应的影响。研究结果表明:企业慈善行为正向显著影响消费者对企业的态度,善因营销方式对消费者的购买意愿的正向影响非常显著。建议企业可将慈善行为作为企业社会责任的主要方式,采取善因营销可以促进消费者的购买。研究结论对帮助企业履行企业社会责任具有指导意义和应用价值。     

企业慈善行为与顾客公民行为研究--企业家违情行为的调节效应

随着时代的发展，越来越多的企业参与到社会慈善和公益活动中来。这些企业活动逐渐被顾客所认识，企业家的活动也深深地影响着顾客的行为。文章旨在研究企业慈善行为对顾客公民行为的影响及企业家违情行为在其中的调节作用。     

企业慈善的持续性战略和目标框架对消费者品牌评价的影响研究

文章基于企业长期慈善行为的缺乏,以及消费者对企业社会责任的关注,研究企业如何选择不同的慈善捐赠战略和信息描述方式来获得消费者品牌支持。文章利用一个2*2实验,采用方差分析,T检验等统计方法对数据进行分析。结果证实企业不同的慈善目标导向,对企业捐赠长期和偶然性战略存在调节匹配效应,积极的目标框架描述与多次少量的持续性捐赠战略存在匹配,能够获得更高的消费者评价和喜欢程度,消极的目标框架描述与单笔大量捐赠战略匹配,消费者对企业评价更高,喜欢程度更高。     

中国企业慈善行为模式与路径选择

近些年来,随着中国经济的快速发展的发展和市场的不断成熟,大量企业也快速成长起来,越来越多的企业的开始参与慈善活动中来。企业慈善被誉为企业社会责任的最高形式,已经成为慈善事业的重要力量,其对组织社会资源、缓和社会矛盾、调节贫富差距、以及促进社会和谐都发挥了很大的作用。我国的企业慈善虽然起步较晚,存在一定的问题和不足,但发展迅速。目前很多企业结合自身优势,在慈善领域进行了大量的探索,我国的企业慈善正由"一捐了之"逐渐走向战略性的项目合作和参与,由简单捐赠逐渐走向专业化、系统化的慈善道路。文章在总结我国企业慈善在实践中经验与不足的基础上,提出相关建议,对提升促进企业慈善的效率和影响力行为、理性化以及我国的社会主义慈善事业的发展无疑都具有非常重要意义。     

战略性捐赠研究

企业慈善捐赠的兴起与发展 慈善捐赠行为自从人类社会产生以来就出现了。现代意义上的企业慈善捐赠活动起源于西方工业文明。19世纪末20世纪初．大规模的并购活动使资本主义的市场集中度不断提高，企业与公众、政府存在于一种脆弱的社会契约中，一些企业的所有者根据自己的兴趣进行捐赠活动，给当地事业以一定的支持．以这种方式安抚民众、取悦政府．     

"捐还是不捐?" ——如何提高个体慈善捐助行为

慈善捐助行为指个体通过捐赠金钱、时间或物资等方式帮助有需要的群体或慈善组织。个人的慈善捐助行为能够促进社会资源再分配,提高社会整体福祉。因此,如何科学地对慈善活动进行宣传、吸引更多个体参与捐助,对于营销学者而言是一个十分重要的话题。一次捐助包括捐助者、捐助资源、受助者以及社会和文化四个方面,这四个方面的因素既可以单独影响消费者的慈善捐助行为,又可以相互影响对慈善捐助行为产生交互作用。由此可见,个体的慈善捐助行为是十分复杂的,将通过对这四方面因素的梳理以提高我国公益组织对个体捐助行为的理解,进而采取有效的宣传以募集更多的捐助。     

积分特征与用户慈善捐赠意愿关联性实证研究

基于前景理论及国内外对于捐赠影响因素的发现,本研究聚焦于积分的重要属性,采用实验法,探讨积分特征对用户捐赠意愿的影响以及捐赠事项熟悉度在此过程中的调节作用,发现积分获得难时,事项熟悉度程度对消费者使用积分进行慈善捐赠意向有显著影响,高事项熟悉度可以提高捐赠态度意向、捐赠行为意向。本研究对指导企业设计积分规则、推动客户积分捐赠行为的普及具有一定的借鉴和指导作用。     

陈发树“做慈善怎么这么难”

在股权捐赠的慈善道路上，不成熟的舆论环境、滞后的政策环境、青涩的企业慈善，以及对国外慈善行为、模式的盲目追捧、模仿，对于陈发树来说，都是造成慈善尴尬的原因     

企业慈善捐赠研究

<正>一、西方企业慈善捐赠慈善捐赠行为自从人类社会产生以来就出现了。现代意义上的企业慈善捐赠活动起源于西方工业文明。19世纪末20世纪初,大规模的并购活动使资本主义的市场集中度不断提高,企业和公众及政府存在于一种脆弱的社会契约中。一些企业的所有者根据自己的兴趣进行企业的     

The relationships among corporate social responsibility,corporate image and economic performance of high-tech industries in Taiwan

The economic development of high-tech industries in Taiwan focuses on IC design, opt electrics, semiconductors, computer science and telecommunication. It is necessary for business to understand the relations and significance of the economic performance to take the responsibility and keep a positive corporate image, thus they can earn more admiration and trust from customers. How do they take the social responsibility to improve their corporate image and create the economic performance, and finally reach the top one of the whole world? This study discusses the subject concerning the continuing development of business and relevant issues stated above. We found that 68.1% of high-tech industries in Taiwan are in accordance with business ethics and norms of conduct. Businesses take their responsibility practically by participating in public welfare activities. The more responsibilities they fulfill; the better image they have. High-tech industries should target the social responsibility as their first goal and secondly improve their corporate image to increase the economic performance.     

Perceptual differences in corporate philanthropy motives: a South Korean study

We studied what types of motives South Korean consumers and corporate giving officers attributed to corporate philanthropy (CP). Results showed gaps between consumers and corporate giving officers in that consumers more firmly believed corporations conducted CP for profit‐driven motives than did corporate giving officers, whereas the corporate giving officers more strongly perceived that corporations engaged in CP for altruistic motives. Based on these findings, we discuss managerial implications for practitioners. Copyright © 2011 John Wiley & Sons, Ltd.     

大数据时代下企业财务管理的创新研究

当下市场的竞争是科技的竞争,先进技术在企业内部的融入和渗透能够提升工作效率.为了优化市场环境,为群众提供更多便利,企业需要重视对先进技术的应用,特别是对大数据技术的运用,能够为企业变革和转型提供重要支持.大数据技术作为信息技术的重要组成部分,为企业的生产运行提供了帮助,尤其是财务管理工作更需要进行优化和创新,为企业日常经济活动的顺利开展提供新的支持和保障.在大数据技术支持下,企业财务管理模式发生了翻天覆地的变化,给财务部门工作人员的日常工作带来了诸多便利.因此,企业想要在信息时代背景下稳定健康发展,需要重视大数据技术的渗透和使用,同时要分析大数据的基本内涵对企业财务管理工作的作用,且深入探索大数据技术在企业财务管理应用过程中出现的问题,并借助针对性的策略予以处理和优化,以突显大数据技术的重要价值,强化企业财务管理的效果.     

Not part of the family? The limits to managing the corporate way in international hotel chains

Companies increasingly seek solutions to the corporate/local dichotomies perceived to be a feature of more traditional approaches to managing across national boundaries. At the human resource level, the rhetoric of transnationalism emphasizes integration being achieved through 'soft' mechanisms, such as corporate culture devices, which encourage all managers to develop an international (for this read corporate) perspective on what they do. In theory, managerial staff are recruited and promoted on a 'best person for the job' basis and national identities are played down. Drawing upon evidence from three international hotel chains (one American, one French and one Swedish), this paper argues that there is a disjuncture between corporate culture devices which assume that they can transcend national origins and the issues of interest and identity which inform the activities and experiences of managers at unit level. The paper suggests that companies need to be aware of the danger of assuming that one can be trained to be 'one of the family'. Rather, we argue that local managers are potentially disadvantaged in terms of career progression as managers from the parent country utilize criteria of acceptability informed by processes of socialization which are more institutionally embedded and derived than has been assumed.     

Philanthropy,social capital or strategic alliance? The involvement of senior UK business executives with the voluntary sector and implications for corporate fundraising

Although corporate fundraising is popular there has been very little discussion in the voluntary sector literature of its context. Using questionnaire data from senior executives representing one‐third of the FTSE350 companies, and in‐depth interviews with a number of top level business men, this paper reports the first UK survey of the personal involvement of senior executives with charities, voluntary and community organisations,[Walker, C. and Pharoah, C. (2000) ‘Making time for charity: A survey of top business leaders' involvement with voluntary organisations’, Charities Aid Foundation, Kent.] and pinpoints messages about corporate involvement which may help fundraisers develop corporate fundraising strategies. The data give the first indications of how many of the UK's top business executives give time to charity, how much time they give and what they do. It also addresses what there is to gain for and from the charity, the senior executive and their company. The results present a picture of widespread and enthusiastic involvement of senior executives with the voluntary sector; a picture of both a deep personal commitment and of a strong sense of corporate benefit. The survey also raises several important issues and implications for corporate fundraising: should charities be doing more to attract top executives into an active relationship with them? How can they do this? What are the pros and cons of an alliance between corporate figureheads and charitable organisations; how might this relationship be viewed by the public; and how might it best be managed? This paper draws on the results of the survey to illustrate and discuss these issues. Copyright © 2002 Henry Stewart Publications     

Corporate giving: Targeting the likely donor

Recent years have seen a major change in corporate attitudes to giving. There are many accounts in the literature of a move away from a purely philanthropic motive for charity support, to an opportunity-based paradigm where companies seek some tangible benefits in exchange for their donations. This paper reports the findings of a detailed survey of corporate givers undertaken in the county of Devon. The aim of the research was to determine the primary motivations for giving among the business community and the criteria most commonly used to select charities for support. The results clearly indicate that the primary motivation for giving remains a purely philanthropic one. The majority of businesses presently do not look for any gain to accrue from their charitable support and therefore do not monitor the success of their relationships with the charity sector.     

Increased word‐of‐mouth via strategic cause‐related marketing

• This research examines word‐of‐mouth (WOM) promotions as an additional consequence of a successful cause‐related marketing (CRM) partnership. Firms properly aligned in CRM partnerships should increase positive feelings that can translate into positive WOM from the public. WOM efforts should be considered in marketing campaigns to develop successful long‐term CRM strategies. Additionally, carefully planned CRM campaigns with positive WOM give firms a competitive advantage without the backlash of consumer skepticism often reported when firms attempt to manipulate WOM campaigns. This study is grounded in associative learning theory which provides support for the strengthened associative links between firm and charity when the relationship is properly aligned. This empirical study suggests that strategically aligned CRM relationships can improve positive WOM recommendations. Results of ANOVA and factor analysis indicate that consumers are more receptive to CRM partnerships that consist of compatibility between firm and charity that persist over time. Results suggest that consumers are more likely to recommend the more properly aligned partnerships to others.

Copyright © 2010 John Wiley & Sons, Ltd.     

External corporate venturing modes as new way to develop dynamic capabilities

Today, firms encounter scarce resources and rapid technology change which render formerly successful business models obsolete. Research shows that some firms perform better than others in continuously discovering, evaluating, and exploiting opportunities in volatile environments and that this is dependent on firm’s dynamic capabilities. Besides obtaining dynamic capabilities through internal R&D activities, firms have open up their innovation process to pursue dynamic capabilities outside their organizational boundaries through external corporate venturing by accessing startup's technological capabilities necessary to innovate. External corporate venturing is a means to develop new distinctive capabilities and businesses by exploring and exploiting business opportunities outside a firm’s existing boundaries. Drawing on the dynamic capability literature, we use a multiple case study approach to examine the contribution of external corporate venturing to firms’ dynamic capabilities. Our results reveal that firms indeed use corporate venturing to identify and exploit startup’s technological knowledge and competencies to increase firm’s dynamic capabilities. But our empirical data also shows that not every firm is fully profiting from all dynamic capability phases as their corporate venturing modes are not linked with each other and cumulative effects are not realized.     

Marketing for change - Giving brands a soul

Is it possible to avoid becoming flavour of the month and then being dismissed by bored consumers as a marketing gimmick? Saatchi & Saatchi Cause Connection offers a different twist: corporates should be taking the long view and lending substance and ‘soul’ to their brands by effective thought-through charity link-ups. Cause-related marketing or CRM, as it is known, has been familiar to American consumers for a number of years, whereas it has only really become topical in Britain since 1996. In some cases this might mean taking on an issue, but in Britain, where the voluntary/charity sector has a long tradition of delivering services, promoting awareness and is highly professional, there is a real role for advertising to play in communicating social responsibility in conjunction with a charity. This paper provides a potted history of the anti-racist and anti-nuclear campaigns, challenges the current emphasis on ‘discretion’ in corporate giving and outlines a simple checklist for undertaking a relationship.     

Strategic Corporate Social Responsibility Activities and Corporate Governance in Imperfectly Competitive Markets

We investigate the incentives of firms' owners to commit voluntarily to corporate social responsibility (CSR) activities in an oligopolistic market. The socially responsible attributes attached to products are considered as credence goods, with consumers forming expectations about their existence and level. We show that hiring an ‘individually’ socially responsible CEO and delegating to him the CSR effort and market decisions acts as a commitment device for the firm's owners and credibly signals to consumers that the firm will undertake the ‘missioned’ CSR activities. We also find that CSR activities are welfare enhancing for consumers and firms and thus, they should be encouraged. Copyright © 2013 John Wiley & Sons, Ltd.